01
The "new" traffic of Douyin that small and medium-sized businesses cannot miss
Where the traffic comes from is one of the issues that merchants are very concerned about doing business.
With the development of the mobile Internet, Douyin has become the main marketing and business position of merchants, and business self-broadcasting and short video promotion have almost become the marketing standards for merchants. So, in addition to doing these well, is there a chance for a new blue ocean in Douyin?
For small and medium-sized businesses, there are two Douyin business opportunities with large traffic, simple operation, and easy to seize that deserve priority attention.
1) Merchandise card promotion bonus
Douyin e-commerce started from content e-commerce, and short video + live broadcast has allowed many businesses to find their own online marketing model. However, with the maturity of users' minds to consume on Douyin, the shelf scene of Douyin Mall has also begun to become a new blue ocean growth point.
According to the 2023 summary released by Douyin e-commerce on January 15, in the past year, Douyin's shelf scene business has grown rapidly, and the GMV of the mall has increased by 277% year-on-year.
For example, "mall homepage", "product details", "order list", "order details page" and other scenarios to guess what you like, and then "mall search", "Douyin comprehensive search" and other search scenarios, are all new traffic entrances with a larger scale.
The product card promotion is the first product that supports the Douyin mall, which can help merchants get through the marketing scenario in the "people looking for goods" consumption chain, which is an "incremental opportunity" for most merchants.
From the product form to the practical difficulty, the promotion of commodity cards is very suitable for small and medium-sized businesses.
On the one hand, the threshold for promotion is low. The product card supports one-click call to promote the main picture of the product in Doudian, without the need to make short video materials or live broadcast rooms, and can be promoted without additional content. Using a huge amount of Qianchuan to heat up the product card, you can leverage the high-intent new traffic of more malls through advertising.
On the other hand, the marketing effect of product card promotion is also very significant. According to official data, after the use of the product card, it can drive the mall to increase the organic exposure traffic by 37%, the GMV by 27%, and the new product sales rate by 4.27 times, bringing a 5% to 13% increase in the overall GMV of the merchant.
For example, as a small and medium-sized merchant in the 3C and electrical appliance industry, the flagship store of Huimoss has a high-quality experience score of 4.8 points, but due to the limited budget and manpower, the ability to run video materials is insufficient, and the running volume often decays quickly after one to two days.
The commodity card has become an effective channel for the flagship store to break through the marketing bottleneck and achieve cost reduction and efficiency increase. With the incremental support of product card promotion, the order volume of the flagship store increased by 8% and the GMV increased by 19%.
To sum up, for small and medium-sized merchants, commodity card promotion is very friendly, simple to operate, and can effectively amplify the advantages of goods.
2) Graphic promotion bonus
I believe that many partners have swiped such pictures and texts with goods - "a few pictures + short copywriting + BGM + hanging in the shopping cart", no need to shoot videos to do live broadcasts, you can promote goods through graphics and texts.
So, how effective is graphic promotion in video streaming?
Let's take a look at the data of some small and medium-sized businesses:
The beauty author "Yes Xiaotuanzi Ah 511" used tutorials, 3000+ fans sold more than 100,000 pictures and texts in a single article;
The author of parent-child life "Xiao Nuomi" shows the selling point of children's slippers through multiple pictures, with 2000+ fans and more than 140,000 single pictures and texts;
The author of gourmet herbs "Fanghua Low-calorie Snack House" recorded the details of snack canning with close-up pictures, with about 7,000 fans and 127,000 transactions for a single picture and text;
……
It can be seen that the effect of bringing goods with pictures and texts is also very "fragrant", in fact, the reason is very simple.
First of all, the threshold for content production is low, and even small and medium-sized businesses have the ability and energy to produce content with "clear key information and stronger memory points".
Secondly, although short videos are good, users need to watch them to understand the content and information. Although the graphics and texts are simple, users can read the key information in 1 second, and the information dissemination is more efficient. In the flow of information with explosive content, the faster the delivery of key information, the increase in conversion rate.
According to official data, the overall ROI of the account increased by 5% after the image and text were delivered; Compared with short videos, the ROI of image promotion can be increased by 10%.
Finally, as a new form of content on Douyin, graphics and texts will definitely be motivated by traffic, and now the average daily user reading volume of graphics and texts has exceeded 10 billion, and more than 7 percent of active users have an average of 10+ pictures and texts per day.
Now graphic promotion is such a track that can realize live broadcast on Douyin even if you don't know how to do short video live broadcast, and there are already many businesses that have done a good job and are running all the way on the graphic promotion track.
02
Small and medium-sized merchants
How to efficiently break through the bottleneck of traffic and transaction?
On Douyin, how to continue to develop channels and how to break through the bottleneck of traffic and transaction growth are also common problems for small and medium-sized businesses.
From an operational perspective, the first pain point is a matter of strategy. The pitcher is not experienced enough to tell whether to increase the budget or reduce the investment, whether to do it for the purpose of product dealing, or to break the circle around the crowd......
The second pain point is that even with a huge investment in time and labor costs, traffic and ROI are not necessarily stable. Spend all your energy on repetitive, step-by-step things, rather than on improving conversion rates and optimizing materials.
We found that in response to these pain points, a huge number of Qianchuan has launched a series of intelligent products to help small and medium-sized businesses solve these problems. (PS, the explosion of intelligent technology in 2023, the deep integration and promotion of intelligence and advertising is a major trend)
1) For small and medium-sized e-commerce merchants
(1) Massive Qianchuan global promotion: stabilize ROI and maximize GMV
When many businesses start to promote on Douyin, as long as they shoot videos around the pain points and usage characteristics of the product, they can well attract traffic into the live broadcast room. However, with the increase in competition, despite racking their brains to optimize the delivery, it is difficult to make a splash, and the overall ROI and GMV are in a dilemma.
This is because the traffic competition of merchants is like a racing race with ever-changing road conditions and obstacles, and ordinary promotion is more like manual driving, which needs to be constantly manually adjusted according to the traffic situation and the situation of the live broadcast room, which is a great challenge for small and medium-sized businesses.
The huge Qianchuan global promotion can help the merchant's live broadcast room expand the global traffic such as Douyin information flow recommendation, live broadcast square, shopping mall, search, etc., and at the same time has intelligent delivery capabilities, so that the delivery mode can be upgraded from manual driving to automatic driving, which can be fully automatically observed, adjusted, and intelligently judged when to speed up. Even merchants who don't know how to launch can use global promotion to achieve the goal of maximizing GMV on the premise of achieving the overall ROI of live broadcasting.
At present, the global promotion of a huge number of Qianchuan has become an "artifact" for small and medium-sized businesses to break through business bottlenecks and expand business advantages.
For example, in July 2023, Beidaihe (BDH) continued to maintain the popularity of its account and products with the help of a huge number of Qianchuan global promotions, and its total annual sales increased by about ten times compared with 22 years. Another example is @stinker Guo Ge from Hebei County, who moved the workshop to the live broadcast room, used real content to cooperate with a huge amount of Qianchuan global promotion, and carried out a second delivery of previously verified effective materials, achieving a single-day GMV of 2.6 million on Double 11, and successfully selling the wool in Hebei County to the whole country.
It is worth mentioning that local businesses also have a very good effect on volume expansion and conversion through the use of global promotion. The data shows that:
Advertising merchants with monthly consumption of 10-500,000 yuan: GMV increased by 15%-20%, and the proportion of new customers increased by 15%-20%;
Content-based/balanced merchants: 30% increase in GMV and 40% increase in new customers.
(2) Thousands of rivers are open: help merchants easily grasp the secret of running volume
If you are a merchant with a certain ability to put in trading, you can also choose to try "Qianchuan Four Open".
The so-called four openings are actually the four advantageous product portfolios of "Qianchuan Four Opens" - live broadcast hosting× payment ROI× long-term conversion× smart coupons.
These four products have always been super running volume and ROI products in the live broadcast room scenario, and their integration and upgrade can make the operation of merchants and pitchers as simple as possible, as long as you check the four functions when creating a plan, it can be called a zero-cost start.
But the simplicity of operation does not mean that the effect is reduced. According to the huge Qianchuan data, the running volume of the four-open plan vs non-four-open plan increased by 187%, and the overall ROI increased by 2%.
Let's take a look at a business case of a "small industry" - Xuanrun in the pest control industry. The brand is a white-label product with only one SKU, and lacks product richness and product brand power, which leads to fluctuations in ROI.
They took advantage of the big promotion to start experimenting with the "Thousand Rivers and Four Opens" product portfolio. In the delivery, Xuanrun found that the test effect was the best in the four-open product combination mode of "live hosting X payment ROI X 7-day total ROI X smart coupon". After the fourth opening, Xuanrun's GMV increased by 173%, the 7-day total ROI increased by 9.35%, and the live broadcast consumption was optimized by 128%.
More importantly, driven by the launch of "Thousands of Rivers and Four Openings", their daily live broadcast, operation and maintenance, scenes, and speech skills have also been significantly optimized, and the live broadcast efficiency has been significantly improved.
(3) One-click explosion: improve the certainty of creating explosive products
Many people have a misunderstanding, thinking that "the advertising traffic of node promotions is too expensive, and small and medium-sized businesses can't grab it".
But the correct solution is actually that with the right investment tools, small and medium-sized businesses can also do big things with little money. For example, the "one-click explosion" tool is very suitable for small and medium-sized businesses to create explosive models in marketing promotion nodes.
One-click explosion will scientifically identify the high-quality products that have been selected as the key points of the big promotion or the immediate reduction product pool, and find potential products that are likely to break out. Then guide merchants to self-service advertising to help merchants amplify their competitive advantages. At the same time, for the identified potential explosive products, the platform will also give free traffic support to help the products get more exposure.
As long as the products meet the 4 potential products in the figure below, the system can help merchants achieve "one-click explosion". After one-click delivery, you can enjoy exclusive traffic incentives without cumbersome settings.
2) For local small and medium-sized businesses
Compared with the small and medium-sized businesses of e-commerce, local merchants also generally lack experience in the promotion and operation of Douyin:
Lack of experience and lack of delivery methods;
Weak content production ability and few promotable materials;
The traffic conversion does not meet expectations and cannot be optimized in time;
……
Here are two huge intelligent products recommended for local small and medium-sized businesses.
(1) One-click store drainage: "Store stable investment"
With the change of consumer consumption habits, the restrictions of the industry's off-peak season and geographical location, as well as the rising operating costs of stores year by year, it is easy for brick-and-mortar merchants to fall into the dilemma of lack of money, lack of people, and lack of traffic.
So for local small and medium-sized businesses with no materials, less manpower, and small budgets, what can they do to efficiently attract customers online?
It can achieve one-click promotion of stores to Douyin search scenarios and Douyin short video traffic with low budget and few materials, so as to achieve accurate online drainage and customer acquisition.
Specifically, the store has four characteristics:
First, the starting cost is low. You can invest from only 30 yuan, which is very friendly to novice merchants and small-budget merchants.
Second, it is easy to operate, there is no need to manually add materials when launching, and one-click store drainage.
Third, intelligent coverage of short videos and search traffic. For merchant stores without short video materials, the system will automatically put the materials in the form of pictures and texts to the search scene of the app, and for merchant stores with short video materials, it can not only help merchants place short videos, but also help merchants put graphic materials into search scenarios.
Fourth, long-term investment can help merchants acquire customers more stably and at a lower cost.
(2) One-click group purchase transaction: "Single"
"Group buying" on Douyin is a habit that users have gradually cultivated, but it also tests the ability of merchants to organize short videos and influencers to visit stores. For example, what kind of short video is high in conversion, how to put it better, and what should I do if it doesn't have a lot after it...... These are all problems that local small and medium-sized businesses often encounter, but are not able to solve.
Small and medium-sized businesses that are encountering these problems and hope to gain business increments with the help of group buying can solve these problems through the local launch of Chengdanbao. Chengdanbao is also a smart product, merchants do not need to set their own bidding, targeting, you can place it with one click, and at the same time, with the "preferred video" delivery, you can achieve one-click expansion of talent content materials, and during the entire promotion period, merchants do not need to watch the market optimization, just sit and wait for the order.
What's more intimate is that the service stall setting of Chengdanbao is also flexible, whether it is a novice or an advanced merchant, there is a suitable package to match.
Beginners: First-time tryer, you can choose "399 votes for 7 days";
Advanced players: For advanced order extension, choose "999 Cast for 7 Days";
Gameplay upgrade: Flexible increase in amount, with "199 Cast for 3 Days";
According to the huge amount of Qianchuan data, in the more than 100 days after the launch of Chengdanbao, the business data of merchants using Chengdanbao has increased significantly - the average ROI has increased by 163%, the average conversion cost has been reduced by 20%, and the average order volume has increased by 30%.
For example, a coconut chicken restaurant in Sanya has increased the amount of group purchase orders by 13 times with the help of Chengdanbao, and the cost has been reduced by 32%, making its coconut chicken a local "Internet celebrity hit".
03
How to effectively improve the comprehensive operation capability of Douyin?
Doing business on Douyin, merchant self-broadcasting is an indispensable job for merchants to continue to grow, and it is also the basic plate of daily marketing, which helps small and medium-sized businesses to complete the long-term operation of transactions, followers, and repurchase on Douyin, and raise the upper limit of the GMV of the overall transaction.
Traffic always goes to the more efficient place. In order to achieve sustainable growth with the help of self-broadcasting, the core problem that needs to be solved is: how to achieve greater live broadcast transaction efficiency than peers in the same time period, that is, the live broadcast revenue per thousand exposures is higher than that of peers.
This requires merchants to continue to improve their operational capabilities, and the following are 2 operational skills that have been verified and effective by data.
1) Core live broadcast operation skills: combination of large and small, multi-broadcast and multi-explosion
Regular live streaming is a core skill for established merchants in their pursuit of higher GMV, not only for e-commerce merchants, but also for local merchants.
Why?
(1) Large-scale live broadcast can efficiently raise the GMV water level
If the business only does daily broadcasting, then the traffic scale and crowd structure of the live broadcast room will gradually solidify. Through the large field, the merchant's live broadcast room shows a stronger ability to undertake traffic, and the system will also try to supply more traffic during the merchant's daily live broadcast, so as to achieve a GMV water level increase.
(2) Achieve rapid breakthrough of the crowd
The increase in traffic and GMV means that commercial traffic is breaking through the inherent crowd model, which means that it has begun to quickly reach consumers who have not been contacted before, and achieve a breakthrough in the crowd.
To achieve these two effects, merchants need to do the following three things:
First, the big and small venues will be broadcast.
Large-scale live broadcasts can efficiently raise the GMV level and achieve crowd breakthroughs at the same time, which means that regular large and small live broadcasts form a virtuous cycle of traffic.
Therefore, businesses must increase the frequency of large and small live broadcasts. The official data of the giant engine also confirms this principle, and the frequency is not enough, and the efforts are in vain.
During the Double 11 period, the GMV of merchants who did at least 7 large and small events (3 large and 4 small or 4 large and 3 small) expanded significantly.
It is worth mentioning that the effect of large-scale live broadcast on local businesses is also very obvious. Whether it is catering, wine and tourism, or the comprehensive industry, GMV and crowd breaking have also increased significantly after the start of the broadcast.
Therefore, whether it is an e-commerce merchant or a local business, as long as you have the ability, you must do a big live broadcast.
Second, pull the duration.
When doing business self-broadcasting, there is a question that everyone is more concerned about: how long is the live broadcast duration?
The data shows that there is an inflection point effect in live streaming in various industries - when the time exceeds a certain critical point, the GMV will be significantly increased, and the average GMV of the live broadcast room that reaches the inflection point is higher.
Therefore, one of the direct and effective ways for mature merchants to pursue higher GMV is to be full of live broadcast diligence.
Third, live streaming on weekends is non-stop.
Because the weekend is closed, users have more time to log in to the platform for entertainment and consumption, so the natural/advertising traffic on weekends is generally more abundant.
According to the data, merchants who broadcast non-stop on weekends during the promotion period increased GMV by 35% and ROI increased by 8%.
For local businesses, weekends are a must-have time.
Comparing the data of the platform, it is found that Thursday, Friday and June are small peaks in the traffic of local merchants, and the average daily GMV is 23% higher than that of other days. In addition, the GMV of merchants who invested in Guangguang on Thursday, Friday and June was higher on weekends, compared with merchants who did not invest in Guangguang, GMV increased by about 2.4 times, and ROI increased by 8%.
2) Multi-genre all-round content management skills: card short picture straight
Card short pictures refer to the four genre forms of "commodity card x short video x graphic x live broadcast".
If businesses can cover these four genres at the same time when marketing and promotion, they can also significantly improve their business results.
The reason is that the buying groups of "card short picture straight" are different, and the four forms can cover more marketing reach, which is more likely to reach more users, so as to achieve explosive products and improve GMV.
How can merchants achieve this effect quickly?
Huge Qianchuan provides the corresponding product capability - card short picture straight four.
Every merchant is pursuing a higher return on performance with less cost. With the help of the system's algorithm capabilities, merchants can easily achieve multi-channel collaborative marketing and maximize GMV.
04
epilogue
In 2023, the operation agency saw that small and medium-sized businesses from all walks of life, with the help of the latest products and capabilities provided by the huge engine, overcame the problems of insufficient manpower and insufficient operation experience, and their own business on Douyin could continue and run well.
To summarize what they did right, there are three main points:
1. Seized the 2 traffic dividends of Douyin;
2. Fully test and apply intelligent marketing products;
3. Implement 2 Douyin operation skills;
This also means that their achievements are traceable and replicable.
I hope that this article can inspire and learn from more small and medium-sized businesses, and find new possibilities for business in 2024 and make a good business.
1. Progressive Activity Start Gameplay (Updated on 2024/01/10)
(Private message reply to "Douyin play" to get the original picture)
The progressive activity starting method caters to the live broadcast algorithm, progressively pulls the weight of the live broadcast, and obtains the live broadcast recommendation traffic in a balanced manner, and currently progressively contributes 1 million GMV in a single month in the individual live broadcast room.
2. Short video test explosion gameplay (updated on 2024-01-08)
(Private message reply to "Douyin play" to get the original picture)
Compared with the traditional short video test gameplay, this set of gameplay can obtain higher accurate and natural recommendations, and is widely used in the live broadcast room of clothing and food, contributing 2 million GMV in a single month.
3. Single product Qianchuan delivery gameplay (updated on 2024-01-12)
(Private message reply to "Douyin play" to get the original picture)
Qianchuan single product gameplay, single product delivery strategy, greatly reducing the threshold for mixed product delivery, currently in my live broadcast room monthly contribution of more than 5 million GMV, is my personal most used live broadcast room gameplay.
4. Troika Mixed Traffic Gameplay (Updated on 2024/01/06)
(Private message reply to "Douyin play" to get the original picture)
Troika gameplay, the traffic structure of the troika is the most stable mode in the future live broadcast form, but the operation process is more complicated, and the current monthly GMV is less than 1 million, which is not recommended by novice teams.